Shelter Essay

Analyse how social and cultural contexts can influence advertising. Use the Shelter advert to support your answer.  [15 marks]

In your answer you must:  

> Analyse how social and cultural contexts influences advertising 

> make judgements and reach a conclusion on why they advertised in this way

The shelter advert consists of three close up faces there is a lack of diversity both socially and culturally. In this advert there is a lack of culturalization represented. Consequently, this can be both a good and bad thing - people don’t stereotype homeless people or they want to go with a stereotypical white person, possible to appeal to the typical British citizen. The poeple used look ‘average’ and don’t look scruffy and dirty as people assume homeless people are therefore going against the cliche. This. Causes people to realise that homelessness can happen to anyone and isn’t specific to certain types of people. Overall, the people featured in the advert are ethnically diverse, however it is not obvious. 

As well as that, all the people used are adults possible causeing more of an emotional attachment due to being more relatable. They may feel that seeing someone the same age as them might help them realise that all of this may happen to them.
The colour scheme of this advert is very basic - red, white and black. It is dark yet simple with the colour scheme which connotations a sense of seriousness about the issue and shows that homelessness isn’t a joke or to be taken lightly.
Altogether, this advert creates a very serious tone when expressing the solemninity of homelessness. Like most adverts today there is an emotional attachment created when viewing emotive posters. Most adverts are relatable on some kind of levels which makes people want to donate and support them. 

Ideological Discourses in newspapers (feminism)

1)Make note of any language which assumes the reader holds the same attitudes/values as the writer?
The Guardian – The Guardian tends to concentrate on more political points of view due to being a newspaper for the more educated and higher class  i.e A or B m class males which suggests why they’ve chosen to take feminism from a political point of view. However, they have attempted to make a joke out of it suggesting that their going to be ‘mocking’ views on feminism as this if for a white upper class male.
Daily Mail – The Daily Mail also have attempted to mock females in power and be a bit sexist. However, due to being more of a female concentrated newspaper they’ve chosen to concentration most on women’s legs, a stereotypically nice part of the female body. By doing this they appeal to all genders and turn it into a more light hearted situation.
The Sun – The Sun however, have gone for a almost insulting approach, we know this from the language they use on the cover.  ‘Don’t call mums women’ and ‘could hurt trans parents’ sounds almost comical as well as ‘pregnant people is ok’’. It laughable due to the way they phrase it, it sounds as if a child. As well as that for a newspaper they use very informal language i.e. Trans instead of transgender. Although it’s an acceptable term its not the type of thing a person expects to see on a front cover.

2) List the ideological discourses which are referred to either directly or indirectly.
The Guardian – The Guardian headline suggests that having a female loader could be a disrupting circumstance and they almost doubt the female power which in turn is quite sexism but appeals to its target audience. As well as that by having the picture of Yvette Cooper in a unflattering position and Jeremy Corbyn looking more powerful it subliminally proposes that men, as they stand now, are more powerful than women and women who do try and gain power will always look silly.
Daily Mail – Like The Guardian, Daily Mail has took the stereotypical role of women and turned their article into that. Two women (Angela Merkel and Theresa May) and made them appear more revealing which downgrades them and makes them appear less powerful.
The sun – The Sun is suggesting that certain words that we have always said can be offensive to people in the LGBTQ community particularly Transgender people, a very good thing to address. However, they’ve taking a very serious topic and made it comical. And so, although their addressing a serious point that needs to be addressed their turning it into something they know their views will find appealing rather that addressing it formally.

3) Consider what part this particular article plays in maintaining the hegemonic*
belief. In other words, how does what is said correspond to what the reader wants to read?
The Guardian – concentration on the political side of feminism and try to minimise its importance but still inform its readers which appeals to their targeting audience (stereotypically a white,  upper class, middle aged, man).
Daily Mail – Try to appeal their audience which is stereotypically more of a female orientated audience and therefore turn serious topics into fashions and beauty which is a stereotypical thing for women to concentration on and not wanting to concentration on the actual power of women Ray their that fashion and beauty.
The Sun – Overall just mocks the whole topic. They make it comical and lower its importance and in a summary are quite offensive.

C - Continuity: Stories that are already in news continue to run are updated.

U - Unexpectedness: An event that is a shock or out of the ordinary.

P - Personalisation: Stories that include human interest.

P - Proximity: Stories that are closer to home.

T - Threshold: The bigger the impact and reach of the story.

U - Unambiguous: Stories that are easy to understand.

N - Negativity: Bad news is more interesting.

E - Elite Persons: Stories about important people and powerful nations.

Broadsheet Vs Tabloid Vs Mid-markets

Music video - gender stereotypes

Ghost ship

GENRE
D- Pink opening credits suggesting its going to be a romantic film
S- The setting is on a 1960's cruise ship where death is almost inevitable-there's no way out
T- Murder, violence and loneliness 
I- Key icons include the wine glasses as they are the first things we see fall once the wire has cut. 
N- There is no narration during this scene and the audience have to infer from context what's happening 
C- Mains characters include the little girl dressed in white), the singer (dressed in red) and the crew member who we suspiciously see winking at the singer 
T- From the camera shots at the beginning the audience think its going to be a nice, possible romantic film. However, when the camera switches shots and everything goes quite grey almost like its luring us into a false sense of security

CAMERA
F- There were a lot of long shots during the opening of the scene and very soft cuts. However, once the wire has killed everyone there are a lot of quick harsh cuts to show everyone dying and their dead bodies.
A- when the wire is going through the bodies we get to see a up close shot of the wire and are rushed along as it travels almost like we are the wire. This along with us seeing the 'killer' flip the lever suggests that we are going to see a lot from the antagonists point of view and that it could be their story were going to follow.
M-

MISE EN SCENE
C- Passengers all dressed up. The little girl is wearing white symbolises innocence and purity suggesting that she's going to be the protagonist of the story. The singer is wearing red suggesting that she's going  to be the antagonist of the story as red has connotations of evil and danger.
L- Warm lighting at the beginning, turns cold when we see the 'killers' point of view suggesting his or hers cold Personality 
A- The main actors in this scene include the singer who we see a lot both on screen and off screen as she is creating the music that we hear as the audience and the little girl.
M- The adults- who are the ones that are inevitable going to get killed- are all dressed up and wearing a lot of makeup.
P- There are a few key props such as the wine glasses. these a re key as the are one of the first things that falls and breaks once being cut by the wire therefore showing the audience what's happened to the passengers.
S- The setting for this scene is a boat which gives the story an ominous feel once a lot of the passengers die as the boat is surrounded by water hinting to the audience that there is no way out and that the characters that are alive will be stuck on this 'death boat' for a while  
SOUND 
M- Romantic orchestral music- lots of strings.
C- the majority of sound we hear at the beginning is parallel (it goes along with the scene) however when the scene starts to become more ominous and mysterious the music - although it stays the same- It juxtaposes the scene.
D- all the music we hear is dietetic from the glass breaking to the live singer.
O- a lot of the music we hear comes from the performer on stage however there are moments where we can hear the music but the camera is on something's else I.e. The little girl in white or the lever.
V- no voice over
E- the music for this scene makes the atmosphere more ominous and weird making us as the audience feel more unsafe and disturbed
D- very little is being said we only hear background noises 

EDITING
S- the little girl and the singer get the majority of the screen time suggesting that they are going to play main roles
T- realistic
O- everything is chronological 
P- there are only a few slow motions shots which gives a closer view to the gore we can already see
S- people getting chopped in half 

Emaze project

Camera shots, angles and movement.

Semiotics Analysis of a TV poster

In this poster the main cast are all standing on a mound of laptops. The characters at the front are higher up on the mound suggesting that they are the more important characters. All the characters except one are in geeky clothes suggesting that they are the intelligent ones meaning the one in stereotypically 'normal' clothing is less intelligent. Furthermore this character also happens to be blonde and therefore could also be stereotyped as a 'dumb blonde'. However, the character Bernadette, placed on the far left, also happens to be blonde which contradict the stereotypical 'dumb blonde' due to her being in Geeky clothes as well. 

By the cast being placed on a on a pile of laptops its implies that the cast are superior to technology sue to being incredible smart and not needing technology to research anything. However, by Leonard holding a laptop in the air it suggests that although they are superior to a laptop they still use it to their advantage. The cast for this series is clearly very male dominated suggesting that the men are more important that the females and that the society that they are in is still male dominated however the women are still superior to the laptops so are still extremely smart which still gives women a sense of power.